Friday Fun: Wheaties comes out with HefeWheaties, breakfast of people with issues (us)

I’ve got to say, I never truly believed in the “Breakfast of Champions” slogan. I’ve had Wheaties. They were fine. But the day pretty much played out the same if I had Golden Grahams or Pops or Apple Jacks. But I suppose I never paired that bowl of Wheaties with a nice cold one.

HefeWheaties! It is a real thing — a collaboration between General Mills (a Minneapolis-based company) and Fulton Beer (a Minneapolis-based brewery) to do something local and fun.

“We were intrigued from the get-go on this idea for many reasons, including that we’re both Minneapolis companies, and that the beer and the cereal both started from the same place in terms of raw ingredients and the same city,” says Ryan Petz, president and co-founder of Fulton.

So what about the name?

“We had been sampling a number of Hefeweizens, so we had been discussing with the Wheaties team what we liked,” says Petz. “Someone on the team said HefeWheaties, and it kind of sprung out from there.”

Neat idea. We now call on other craft brewery readers to seek out other fun food/drink mashups (Beerios? Cookies & Cream Ale? Eggo Special Bitter?).